I have a strong entrepreneurial profile, participating in the design, structuring, and improvement of websites, applications, and platforms, always focusing on innovation, user experience, and purposeful solutions.

I acted strategically and operationally, structuring design processes, promoting the UX culture in the company, and getting hands-on experience in critical discovery, UI, UX, and continuous product evolution projects.

I played a central role in transforming the customer platform into a scalable SaaS product, consolidating a robust Design System, and evolving products used by major brands, ensuring visual consistency, operational efficiency, and focus on key business metrics.

Responsibilities

• Structuring and implementing design methodology, defining workflows, rituals, cards, and delivery standards to meet the demand of five simultaneous squads, functioning as a Design Ops model integrated with the product.
• Leadership and execution of Squid's Design System project, from cultural awareness of scalability to system definition, documentation, maintenance, and governance
• Acting as a UI reference within the business group, with Squid's Design System and visual standards serving as a benchmark and basis for other products in the group
• Conducting complete discovery, ideation, prototyping, user testing, and metric definition processes for new features
• Responsibility for the redesign, maintenance, and continuous evolution of the app aimed at influencers, including usability research and improvements in the discovery flow of new campaigns
• Working on white-label products, adapting experiences for major brands without losing consistency and efficiency
• Redesign, creation, and continuous improvement of the administrative portal, including campaign modules, influencer search, finance, and operational management
• Implementation and adaptation of layouts created by third parties, adjusting UI, UX, and creating new features for Squid's community product
• Close collaboration with PMs, developers, marketing, and stakeholders, ensuring alignment between business objectives, user experience, and technical feasibility
• Strong hands-on performance, combining technical leadership with direct execution in a lean, high-demand team

My work took place in two complementary phases. Initially, I was responsible for the visual and communication repositioning of the brand, redesigning its identity, website, and marketing language, as well as structuring visual standards for the materials used by client restaurants and the company's channels.

In the second phase, I began to work strategically in product development, conducting complete processes of discovery, research, ideation, and solution definition, with a focus on creating and evolving an ecosystem of white label products for restaurants. I worked on everything from concepts, flows, and wireframes to defining information architecture, interfaces, and direct support for front-end development, ensuring scalable, consistent solutions aligned with the real needs of users and the business.

I was also responsible for structuring internal systems, connecting areas such as finance, customer service, and operations, translating complex demands into clear, functional products integrated with the company's visual identity.

Responsibilities

• Conducting complete UX processes, including discovery, user research, empathy, ideation, and definition of product- and business-oriented solutions.
• Creation of wireframes, flows, information architecture, and interfaces for B2B and B2C products in a SaaS environment.
• Design, evolution, and maintenance of white label apps for restaurants, covering catalog, orders, promotions, loyalty, and end-user experience.
• Structuring and redesigning the administrative panel, including modules for orders, inventory, finance, reports, heat maps, insights, and promotional management (coupons, SMS, and email marketing).
• Creation of internal systems (CRM) for the finance team, handling billing flows, customer organization, and internal operational demands.
• Development of operational applications, such as apps for the salon, waiters, and table service, integrated into the product ecosystem.
• Definition and maintenance of style guides and UX/UI standards, ensuring visual consistency, scalability, and agility in development.
• Complete development of the front-end of apps, administrative systems, and internal CRM, implementing pixel-perfect interfaces in HTML, CSS, and JavaScript, ensuring that design solutions were functional, scalable, and consistent with the company's visual identity.
• Strategic support for marketing, customer service, and operations, maintaining alignment between the product, communication, and the company's visual identity.

In addition to creating layouts and developing WordPress websites, I played an active role in guiding the commercial, planning, and design teams, contributing to the alignment between customer expectations, project structure, and visual execution. My focus was to ensure that the websites were well structured from the outset, with clear content organization, visual consistency, and technically viable solutions.

This context strengthened my strategic vision of the digital process as a whole, connecting business, planning, and design, and enabling consistent delivery even in a high-production environment.

Responsibilities

• Development of custom themes in WordPress
• Front-end programming using HTML, CSS, and JavaScript
• Definition of visual standards and layout structure for projects
• Guiding the team in content organization and front-end best practices
• Ensuring visual consistency across different projects
• Collaborative work on multiple simultaneous projects

The agency's proposal was to combine well-structured design, ease of updating, and clarity in communication, serving everything from institutional needs to projects with high public visibility.

I played a central role in the visual design and development of institutional websites, portals, landing pages, blogs, and customized systems, using WordPress as a basis for creating flexible and scalable solutions. The constant challenge was to balance aesthetics, usability, and practicality, ensuring that clients had autonomy in content management without losing visual quality and brand consistency.

Responsibilities

• Creation of layouts and interfaces for institutional websites, portals, and landing pages
• Development of websites and portals in WordPress, with customized themes
• Planning information architecture and navigation structure
• Front-end development using HTML, CSS, and JavaScript
• Creation of digital experiences that are easy to update and scale
• Production of animated banners and digital pieces for recurring campaigns
• Strategic support for small businesses in building their digital presence
• Creative coordination and alignment between design, development, and client objectives

This moment required web design to move beyond being purely visual and take on a strategic role in communication, navigation, and website performance.

I joined the agency as an intern in a challenging scenario, when the company was going through a period of instability and reduced staff. Over the years, I followed and contributed to its recovery and growth, working on projects of greater visibility and complexity. My goal was to create digital solutions that were visually strong, functional, and aligned with the needs of brands with state and national reach, helping traditional companies adapt to a rapidly changing digital environment.

Responsible for:

• Creating layouts and interfaces for blogs, institutional websites, landing pages, and e-commerce sites
• Developing banners for e-commerce and visually updating online stores
• Front-end programming using HTML, CSS, and JavaScript
• Developing websites in WordPress, with the creation of exclusive themes
• Creation of animated banners and digital pieces for websites and recurring campaigns
• Visual organization and content structuring for high-traffic portals
• Ongoing creative and visual support for recurring clients